The last 10 years have changed the face of the business world in India. Agile start-ups and technology have shown that business is no longer the domain of only corporate giants. Add in social media and you are looking at a completely new way of taking your brand to the consumer. Companies today want to engage with their consumers through multiple digital touch points. And while traditional PR remains relevant, brands and startups need to reach their audience at scale and positively impact the business. And they need to do this with authenticity and credibility.

Emerging companies have a unique set of PR needs. Along with a brand custodian who become the interface between companies and media newsrooms, they need someone who can handhold them throughout their journey of media relations. And that is what Comm Sutra, a Mumbai-based boutique communications company, promises to do.

"Good PR can kill bad product," says Chhavi Dang, Founder & CEO of Comm Sutra. An alumna of Xavier Institute of Communications, she brings over 15 years of experience across print, journalism, corporate communications and branding to the table. Having worked in India's biggest newsrooms ­ The Economic Times and CNBC ­gives her an edge to predict, package and pitch a media strategy that aligns with a company's business goals. She and her team work closely with growth stage startups to develop and implement an approach that makes an impact on the brand and its bottom line.

In an exclusive interview with the Women Entrepreneur team, Chhavi shares her incredible entrepreneurial journey.

Introduce Us To Comm Sutra. What's The Firm's Foundation Story?

I started Comm Sutra in 2013, when the Indian startup ecosystem was still in its nascent stage. Companies such as Flipkart, Snapdeal were new players at that time. These young firms were charting a new territory and building their businesses. I knew from my conversations with people from the industry, that the start-up ecosystem was set for exponential growth within the next 5-10 years.

But whatever else might change, one thing that I knew would remain constant was the need for the right kind of media visibility. Startups required, and continue to require, someone who can first, understand their business and second, marry it to the right kind of PR for them, all the while, keeping the bottom line in check.

The biggest obstacle for these new founders was media relation management ­ things would often get lost in translation. They had no media training and no one to guide them. That's when the idea for Comm Sutra happened ­we are astart-up for startups!

We are even built similar to a startup where each of us functions as an entrepreneurs. My team is empowered to make decisions regarding the clients they are dealing with. We work directly with founders so that transfer of information is seamless and hierarchy is minimized. We don't chase blind opportunities because we don't compromise on accountability and quality of work.

Take Us Through Your Earlier Educational And Professional Journey Before Becoming An Entrepreneur In The Pr Field.

I started with a bachelor's degree in Computer Application, but realized soon enough that coding and IT was not for me. What intrigued me was the human mind ­ what makes people do what they do, how they think, what makes them tick, all of it. I thoroughly enjoy networking with people, hearing their stories and then sitting down to put pen to paper. Words have never failed me. So, I decided to take up Journalism. In 2005, I joined Economic Times and worked there for two years and then moved on to CNBC where I worked for a total of four years. Spending better half of a decade in some of India's biggest news rooms has given mean experience I cannot quantify.

At this point, I knew that I had a deep understanding of both Corp Comm and Journalism. So when a friend suggested that I start a company facilitating and communication and media needs of startups, I was intrigued enough to join and the work satisfaction that I found has only left me wanting more.

“In keeping with their entrepreneurial attitude, we as-sist emerging enterprises in defining and achieving their communication goals.”

What Are The Major Areas Of Expertise That Comm Sutra Is Known For?

We are a boutique communication company and our aim is to be efficient and indispensable to the companies we work with. Our clients are Indian and global entrepreneurs, investors and all other participants of the startup ecosystem. Marrying modern-age innovations with time-less, traditional necessities is how we find the right solution for our clients. So along with the right kind of press coverage, we also offer social media editorial coverage. I am talking Instagram Live sessions, YouTube interviews ­ we explore every avenue and category are thoroughly. Of course, the quality of work remains a non-negotiable. We are not an agency that works with a start-up. We are their Corp Commteam.

What's Your Approach While Working On A New Project?

Comm Sutra is built to serve its ecosystem. Before we start the work officially with any company, it is a long-standing practice to understand the business in and out. I think it is imperative we are on the same page as the founders of the company. This also give me a sense of their understanding of PR and their expectation from Comm Sutra. Honest and transparent feedback is provided on whether the company even needs PR, otherwise there is no value addition on either side. Training, deep understanding, and fluid conversation is what we lay the most emphasis on when we take up a new project.

As A Senior Leader In The PR Industry What Are Your Thoughts On Increasing Representation Of Women In The Said Field And As Entrepreneurs?

While most sectors are male dominated I am very happy to say that media industry is one of the exceptions. Naturally, there is still room for growth in every industry, media included. And the solution is as simple as it gets ­ empower and hire.

Hiring women, giving them the same opportunities, giving them the space to resume after career breaks is the key. And I practice it in the way I run my company. We are an all women team of PR experts, many of who have resumed after career breaks, some are newly married and I have even hired new mothers in the team in the past. I love the diversity of perspective that they bring.

I stand for the cause of women, in whatever capacity I can but it's important for everyone to realize that there is problem and it is very deep rooted and the only way forward is to work on it. My advice to young women entrepreneurs would be to be clear about what drives them to start their business first and then commit to it whole-heartedly with a long-term perspective and the rest will fall in place.

Chhavi Dang, Founder & CEO, Comm Sutra

An XIC Post graduate in journalism turned entrepreneur, Chhavi brings over 15 years of experience across print, journalism, corporate communications and branding to the table.